Blogging a new effective tool for PR professional

We know that there was an era when Public Relations was only means Publicity. The role of PRO was limited only up to getting the Photos of certain events like launching of new product, opening of new Branch etc. or news published in the News papers.
PR professional has to rush behind journalists to get the matter published on the very next day; which was a real skilled job. As Mr. S. N. Surkund, Ex A.G.M. of Union Bank of India narrated the real story of publishing of photograph in Bombay edition of The Times of India on the very next day was not an easy job when the event happened in Madras in some where about 1970, when forget about internet but other technology was also not easily available.
Now we can mail the matter including photographs within few seconds to the Print as well as Electronic media at the same time from our Desk/ Laptop, even through Cellphones. Still we have to be dependent on the media. The matter/ Press releases can be twisted as the journalist wants to. No PR professional was able to control the media as he/she wants.
However, with advance development in the digital technology anybody can write & publish his/her views through Blogs.
As the coming Generation is more tech savvy, they use internet to update their info. rather than reading News papers(with stale news) & even give feedback immediately in the matter.
Use of Social Media Networking Websites are becoming more & more popular for instant & interactive Communication. Now PR professionals do not depend merely on the Traditional Media for communication with Target Public. The reachable sources are now more instant & interactive.
It is not limited up to text or photos, but one can even Advertise the product through Videos which can be also considered as cost effective & definitely hit the Target through a simple post .
So now Print/Electronic Media has to think seriously & change accordingly for survival in the nearest future.
Blogging has provided definitely a better opportunity of communication for PR professionals to reach to the target audience especially during Crisis along with Social Media Networking Websites.
Organizations can do their image building as per their own style & way through digital media & public can also reach to the organization with their grievances . PR professional can plan the strategy accordingly.